Harry J. Gold, CEO and Founder of Overdrive Interactive, treated the office this past week with his well-known workshop “End-To-End Digital Marketing.” This is the same workshop he does for fortune 500 companies across the world on behalf of the Association of National Advertisers (ANA). In This 4-hour workshop was made available for office visitors in the digital marketing field, current Overdrive employees, and summer interns. Harry, an inspiring thought-leader in his field, highlighted best practices for topics such as search marketing, social media marketing, online media and much more.
The presentation touches on just about every aspect of contemporary digital marketing, so I’ve chosen 3 highlights to review here.
Marketing Engineer
The workshop began with the topic of “Digital Strategy Development” which called for an overview of Integrated Digital Marketing. Gold explained that people working in the marketing industry can easily call themselves “marketing professionals”, but the truly successful men and women in the industry are “marketing engineers”. These engineers of digital marketing always ask themselves “and then what?” when tackling projects and tasks for their client.
Key Takeaway: Integrated marketing is a never-ending cycle that involves consistent attention and planning ahead.
Brand Embrace
At Overdrive Interactive, we have adopted the philosophy and marketing school of thought that Gold calls the “Brand Embrace”. Brand Embrace can be defined as when a company uses all of its integrated marketing efforts to truly connect with their target audience in a lasting way, utilizing multiple points of contact. It identifies and capitalizes on every potential point of connection with target customers and leverages those connections with timely and valuable engagement. To learn more about how to build and maintain a Brand Embrace, visit https://www.ovrdrv.com/brand-embrace/
Key Takeaway: The Brand Embrace is when enterprises use integrated marketing to forge long-term connections with target audiences.
Critical Moment
Traditionally, planners and buyers utilize just two targeting options to reach their audience: “who” (demographics) and “where” (designated marketing areas). However, marketing engineers like Harry Gold have found that incorporating time, or when your customer is ready to step into the sales funnel, is just as important as the people and the location. By mapping out your target demographic at the right moment, there is a better chance of grasping a prospect who is actively seeking your offerings: this is the Critical Moment.
Key Takeaway: The Critical Moment is when your target demographic is ready to take the plunge- and your targeted integrated digital marketing is there to guide them into your sales funnel.
To learn more about Harry Gold’s workshop or any of his other courses, visit his Instructor’s page at https://www.ana.net/instructors/show/id/hgold
